Dong Mingzhu's "successor" fades out of the live broadcast to return to the secretary Gree Electric is applying for multiple "Dong Mingzhu's shop" trademark

Reporter Jia Li

Meng Yuchong, the chairman of Gree Electric, who became popular on the Internet, was popular in the Internet, and was recently exposed to "fade out of the live broadcast room".

On August 3rd, the reporter of the Securities Daily confirmed to Gree Electric that Meng Yutong is still serving in Gree Electric, and the work related to secretary Dong Mingzhu is his main responsibility. It is reported that Dong Mingzhu has recently walked into the live broadcast room of Douyin's "Pearl Boy Children's Selection" to create potential for his own mobile phone. In addition, Tianyancha APP shows that Gree Electric is applying for multiple "Dong Mingzhu's shop" trademark.

In addition to live broadcasts, Gree Electric is also working hard to expand the proportion of online multiple marketing channels in the general channel.

Meng Yutong returns to the secretary of the secretary

The change of a avatar has aroused heated market debate. Recently, the avatar of the "Pearl Yudong Choose" Douyin with the live room, from the photos of Dong Mingzhu and Meng Yutong, became a personal photo of Dong Mingzhu. The reporter noticed that as of August 3, there were more than 2.34 million fans of the "Pearl Boy Children's Selection" Douyin account, which is currently the highest number of fans in Gree Electric and its subsidiaries.

In addition to this account, the avatars of the accounts such as the "Pearl Radio Boy Air Conditioning Room" and "Pearl Radio Boy Wash Live Room" registered by Gree Electric's company are also Dong Mingzhu. At the same time, the news about Meng Yutong's fought behind the scenes and even resigned.

It is reported that Meng Yutong met Dong Mingzhu because he participated in a variety show and successfully applied as Dong Mingzhu's secretary. Last year, Meng Yutong was labeled with "the second Dong Mingzhu" and "Dong Mingzhu successor". However, compared to the scene when Meng Yutong had just been recognized by the outside world, it seemed particularly low -key recently.

In this regard, insiders inside Gree Electric said that Meng Yuchong is still internal in Gree Electric, and his work content has not changed much. The insider told reporters, "Meng Yu's position has always been Dong Mingzhu's secretary. Her main work is not a live broadcast. The secretary is responsible for many affairs, mainly including conferences and schedule. This is her main responsibility. "

In addition, according to a person close to Gree Electric, "live broadcast is only a test of Gree Electric's channel changes. If you want to cultivate successors, you need to pretend to be comprehensive. It is necessary to have many years of experience on the front line and management, and have good courage and ability to make decisions in the enterprise, and the ability to judge the industry.

Liu Buchen, the chief consultant of the former management of the Father's enterprise, believes that from the perspective of Meng Yu's own point of view, the live broadcast and bringing goods are not conducive to its long -term development, so it is understandable to fade out of the live broadcast room. But this does not mean that Gree Electric has given up the live broadcast, and Dong Mingzhu will continue to advance the live broadcast with his influence.

Try a new retail model

Although Meng Yutong retreated behind the scenes, Gree Electric will continue to carry out live broadcast. At the same time, it is increasing the expansion of online multiple channels. The Tianyancha APP shows that recently, Gree Electric applies to register multiple "Dong Mingzhu's shops" trademarks. The international classification of trademarks includes transportation tools. The current trademark status is in the application.

The action of Gree Electric is related to its environment. Under the background of the overall environmental turbulence, rising raw materials, and decline in demand in the home appliance industry, companies have worked hard on channels, expand new models such as live broadcasts, and social e -commerce, and sank channels.

Judging from the performance of Gree Electric in the field of live broadcast in recent years, Dong Mingzhu's personal live broadcast has good results. In 2020, Dong Mingzhu carried out 13 live broadcasts and cargo, with a total sales of 47.62 billion yuan, accounting for a quarter of Gree's total revenue of 170.497 billion yuan in the same year. In 2021, Dong Mingzhu conducted live broadcasts and cargo nationwide. According to incomplete statistics, the cumulative income of live broadcasts was as high as 50 billion yuan in that year.

"Dong Mingzhu's personal influence and appeal to a certain extent enhanced Gree Electric's communication and sales on the new platform, and it has formed a high degree of 'binding' with Gree Electric." Guo Shuliang, experts from the whale platform think tank and financial commentator.

However, vigorously developing live broadcast is only one of Gree Electrical Channel change measures. According to the financial report, Gree Electric is accelerating channel changes. By opening the transformation of new retail marketing models with dual -line integration, it will build a solid online and offline business layout. Two channels complement each other to build a omni -channel sales platform.

The above -mentioned people close to Gree Electric said Gree Electric is currently incorporating offline channels and gradually trying more emerging channels and new retail models.

"The popularity of the live broadcast of the home appliance industry is far less popular as in the past few years, and the sales effect is not as high as expected. Since the beginning of this year, the live broadcast of the home appliance industry has gradually decreased, especially the head enterprise. Normal sales model is the physical store. Sales and e -commerce sales are still the mainstream. In addition to the direct sales of the Internet, more emerging platforms and joint marketing models are emerging. Enterprises need to further expand and innovate in models to achieve long -term development. "Liu Buchen said.

- END -